7 ways influencers have changed marketing strategies

by | Jul 19, 2019 | Analysis, Public Relations

Did you know that 92 percent of Gen Z trust influencers more than celebrities? Influencer marketing has changed the way that brands market to customers. There have also been changes in how brands, influencers, and platforms approach this method. Influencer marketing is popular and there are several areas to address as these changes emerge.

Influencer marketing is a collaboration between a brand and an influential person on social media. An influencer is someone who has the drive and personality to influence other people to buy products or services. A social media influencer is someone who has the power to captivate an audience through social media. Influencers often have millions of followers. But influencers aren’t necessarily celebrities. Some of them have had a successful come-up on the internet.

7 ways influencers have changed marketing strategies

1. Increased budgets

The increased popularity in influencer marketing has created a demand for bigger budgets.According to recent studies, influencer marketing could cost as much as $10 billion by 2020. That means more marketing agencies will be spending more money for platform involvement and social media boosts.

What has caused the increased budget? It’s because influencer marketing is working. Since its inception, there have been hundreds of case studies addressing the success of influencer marketing. The increased media attention and case studies will cause budgets to rise.

2. Demand for creative marketing

There’s an increased demand for creative marketing efforts. Influencers can’t just copy and paste a caption into their Instagram posts. Instead, they should write original content that’s tied to their sponsor posts. This helps users to determine the difference between a sponsored post and a post about something the influencer is passionate about.

Brands and marketing agencies have to be mindful about how they write their caption copy. They also have to think about the videos and photos they use. There’s also an increase need for original video content that integrates the influencer’s personality. For example, Instagram Stories have created a need for unique posts and content.

3. Demand for authenticity

The key to successful influencer marketing is creating authentic content about your brand. This has led to an increase in authenticity. One way to capture authenticity in its form is to create a behind-the-scenes film. This type of visual content can help you connect with your audience and build trust with them.

This gives your brand a meaningful impact and leads to a better marketing campaign. This can benefit both those associated with the brand as well as the influencer.

4. Influencer marketing has become advertising

Organic posts are no longer enough. There has been an increased demand for paid media to promote influencer marketing campaigns. These types of posts are both from the brand and the influencer.

The increase in paid media is a response to news feed algorithms. Since organic engagement can be too risky, paid media gives brands more control of engagement, results, and sales. It also allows influencers to increase impact in an area that has been otherwise difficult.

5. Increased accountability

Since fake followers have impacted advertising and social media, influencers are expected to have accountability. There are numerous online tools that show you which percentage of an influencer’s following is fake. This demand has been coming from the FTC and other government agencies which are pushing stricter demands and regulations. This can help enforce clear communication in sponsorships.

6. Emerging B2B influencers

Thanks to LinkedIn video, there is a new team of B2B LinkedIn Influencers who want to change the world of influencer marketing. Consultants, marketers, and speakers with thousands of followers can expect increased engagement on their text and video content. This undervalued form of marketing has become prime real estate for B2B brands.

7. Outperforms marketing agencies

Most marketing agencies want a piece of the influencer marketing pie. But brands are hiring their own in-house marketing agencies. This is another response to the fake follower controversy. As a result, some brand are outperforming marketing agencies.

Social media allows you to analyze your metrics and to search for influencers. You can also find an influencer based on his or her following. You could end up with the right influencer for your marketing campaign.

Daily PR Updates

Essential PR industry news, opinion, and analysis delivered to your inbox daily.

Donna Johnson

My name is Donna Jo and I am from Birmingham, Alabama. I love sports (especially softball) and I’m a home security guru. After working many years for a home security company, I decided to pursue my lifelong dream of being a writer. That’s what has brought me here today. I hope y’all enjoy my content!

RECENT ARTICLES

PR and technology—how can you improve your work performance?

PR and technology—how can you improve your work performance?

Technology is rapidly changing how everything in the world operates. For example, industries like manufacturing and marketing, which are some of the biggest beneficiaries of tech advances, have seen automation become a central part of their operations. Tech makes...

7 tips for marketing your company effectively at trade shows

7 tips for marketing your company effectively at trade shows

While digital marketing is hugely important to the majority of modern businesses, being able to meet with prospective clients at events like trade shows is still an incredibly effective marketing tactic. However, it’s not enough to simply turn up with some flyers and...